A West-side story. Cool, calm and connected, Footscray has fast become one of Melbourne’s most thriving districts, with Victoria Square in the centre of its beating heart. On the cusp of the CBD and the heart of the west, Footscray is buzzing with character, charm and cutting edge vibes.

Victoria Square’s visionary mixed-use development merges upscale residential amenities within six soaring towers, comprising 1039 apartments and an expansive 4,000 sqm of commercial and retail space. Distinguishing itself through innovative design, the first four towers are interconnected by an elevated podium sky garden, featuring Australia’s inaugural Olympic-sized aerial outdoor running track.

Our strategic repositioning played a pivotal role in the success of this development. Deliberate thought was given to embrace the unique location and demographics, leading to a naming strategy anchored in the concept of ‘affordable luxury.’ Informed by the idea of fusing high-end fashion with innovative recreational brands, resulted in a brand that embraces the spirit of ‘collab culture’. The naming approach transformed the formal name into an informal, shorthand expression, enhancing brand memorability. The typography—strategically overlapping the footprint of the buildings—mirrors the site’s typology. This design choice creates a distilled, succinct, and emotionally resonant brand expression, reflecting the project’s essence.

The robust foundational work on the brand allowed for continuous evolution throughout the development’s lifecycle.


Brand strategy
Brand identity
Marketing collateral
Display suite


Lauren Bamford
Flood Slicer
Chewy Creative

Consultant Team: 

Fender Katsalidis Architects
KUD Architects

Commissioned by Multiple Studio, Lauren Bamford skillfully captured Footscray’s raw essence in a candid photographic essay. Immersing herself in the suburb’s cultural tapestry, Bamford’s images reveal its diverse character—from the lively markets to the intimate corners. The result is a visually compelling narrative that brings Footscray’s vibrant spirit to life.